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How to write better copy

By The Guardian Masterclasses

Date and time

Monday, August 8, 2016 · 10am - 4pm GMT+1

Location

The Guardian

Kings Place 90 York Way London N1 9GU United Kingdom

Refund Policy

Contact the organizer to request a refund.

Description

Learn how to write commercial copy that's engaging, effective and – whisper it – sells more stuff

We can’t legally offer courses in bribery and blackmail, but we can teach you the next best way to get your point across. This interactive masterclass in copywriting isn’t a course in the hard sell, but simply in learning how to make your message clear, concise, memorable, and even entertaining.

Through a range of practical exercises, you’ll learn how to spot relatable stories in a mass of dry facts, as well as how to craft clickable headlines and target a message to a specific audience. Whether you want to improve the quality of marketing or campaigning materials, or give your website a more professional edge, this fantastic course will help you to create high-quality commercial copy that suits your own needs.

Course content

  • Making engaging stories out of the driest facts
  • Finding hooks for your copy in the news
  • Different structures and styles for web copy – including product descriptions, advertising copy, social media, newsletters and press releases
  • How to read your audience, and tailor your content to them
  • The essential components – headlines, standfirsts, subheads, captions, furniture
  • The importance of first and last sentences
  • Tone and language – how to establish a readable, memorable style
  • When (and when not) to use humour
  • The best policy – maintaining the trust of your audience
  • Practical exercises with opportunity for feedback on work carried out during the class
  • Q&A

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Tutor profile

Eddy Lawrence is a copywriter with over 20 years of writing and editing experience. He has written for and edited publications including The Face, Melody Maker and Jack, and even some that are still going, such as Time Out, NME, Shortlist and the Guardian.

Full course and returns information on the Masterclasses website

Organized by

Welcome to Guardian Masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.

We offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.

Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.

The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.

Sales Ended